Instamart's viral water gun stunt transforms a Mumbai pani puri booth into a Holi playground.

After a vendor was caught on camera filling puris with a water cannon as part of a festive promotion by quick-commerce company Instamart ahead of Holi, a pani puri stand in Mumbai became the newest social media star. The vendor is shown firing paani directly into the crisp puris in a video that has gone viral on LinkedIn and Instagram, replacing the typical steel matka with colorful water blasters. A large number of office workers, students, and bystanders were drawn to the unique scene, and many of them took out their phones to capture the action.

In order to highlight its selection of water weapons on the platform in advance of the festival, Instamart planned the stunt. Videos of the "Holi practice" went viral online, evoking a range of responses from amusing arguments about wet puris to amusement and admiration for the vendor's goal. There are two types of Holi individuals, according to a social media user: The ones that say, "I'll sit inside." And the ones that say, "Give me the biggest water gun." This was obviously designed by Instamart for the second category. "This felt more like a deleted Holi scene from Yeh Jawaani Hai Deewani than a brand activation," another user commented.Water guns have evolved from toys for kids to expensive adult purchases over the Holi season, with many consumers shelling out hefty sums of money for high-performance blasters. This change is reflected in Instamart's Holi collection, which features high-end water pistols with precision and power, such as SPYRA, a German-engineered weapon that has drawn interest from senior citizens worldwide. Other comparable products are Toyshine and NERF water guns, which are currently sold on Instamart.already though the celebration is still a few weeks away, the widely shared scene in Mumbai indicates that Holi purchasing has already started and that this year's puris are already getting practice shots.